Those of you who know me at all know I do not dabble in little projects often.  I like to spend my days breaking records, thinking big and planning attacks on the competition.  That said, it is always good to have a plan in place to follow that has been carefully crafted to do all those things.

This is my plan for 2013 and you are welcome to it.   For dealers, you must have a multi level marketing plan to drive traffic to your store and more of it than ever.  Many people say you HAVE to be on Radio, you must be on TV  my gosh, the internet is all you need etc....

NONE of this is true.  You do not need to be anywhere the dollars spent do not make sense for your market, size of store, ROI potential etc.  In order to spend your ad dollars wisely you must look at the CCP ( cost per point )  of it all and then beyond that, look at the conversion ratios of it all.  As an example, would you spend 10K on an ad that would bring you 25 customers that you sell everyone of them?  Sure you would.  So just because you "touch" or get impressions with 75,000 people for 5K on the radio does not make it the end all be all answer.   

First you need to do an analysis of your market and what each medium offers for each dollar spent.   This can be difficult, because each medium is tracked different and has a different value.  IE: TV simply adds visual to your radio campaign.  I think a 60 TV spot is worth more per view than a radio spot, but not double.  A click through to your site is ok, but a lead capture is worth 25-50 times that click.

Now, that said, I think radio is a huge winner again in 2013.  I also think Cable TV is a huge winner.   If you are lucky enough to be in a great radio and cable market and align well with a great SEM provider, you will knock the cover off the ball in 2013.  There is one last thing you must have though and is maybe the most important part.   You can have all the reach you want and all the frequency you want... all at a price you can afford but if the creative SUCKS... you wasted every dollar.   

Creative is where it is at in 2013!!!!   OWN your market, take chances, be different and fire every ad agency that has Pre-roll as there go to quick fix.   

Bottom line:

Define your mediums and the best values.

OWN THEM.... massive frequecny

Memorable creative

Trust your plan and get in bed with a good SEM provider to own the internet too.

Hope all is well in your world,

Troy Spring

President

Dealer World

610-570-3022